Cybersecurity Marketing 101: How to Kickstart Your Media Presence
Cybersecurity is a niche, yet lively and competitive sector. Standing out in this space can be quite challenging, especially when vendors often share similar technologies and services.
Building a strong media presence is essential for establishing credibility, attracting clients, and demonstrating thought leadership. But building that presence is not a small feat. The breadth of target media is significant, with different story angles, and various content types essential for landing column inches and speaking to target audiences.
Here we break down how cybersecurity firms can set themselves apart from their competitors to land coverage in all the right places.
Engage in breaking news commentary
Cybersecurity threats evolve rapidly, making timely commentary essential. Companies should position themselves as go-to sources for breaking news. When a cyberattack makes headlines, experts should be ready to jump on the news and provide their own personal insights.
This involves understanding the incident’s context, potential impacts, and mitigation strategies. By responding quickly, firms can establish themselves as authoritative voices in the industry and will often see pick up across a broad range of outlets.
To achieve this, companies should monitor news continuously and have a media response plan in place. Designated spokespeople should be trained to handle media inquiries and deliver concise, impactful statements. A rapid response can lead to inclusion in high-profile news articles, increasing visibility and credibility.
Share insights on the latest trends and incidents
Beyond breaking news, cybersecurity firms should share in-depth analyses of recent incidents and trends. Writing blogs, whitepapers, and opinion pieces on current security issues demonstrates expertise and thought leadership. These pieces should offer unique perspectives, actionable advice, and predictions about future trends.
Leveraging social media platforms to share these insights can broaden reach and engagement. LinkedIn, Twitter, and industry-specific forums are excellent outlets for sharing content. Consistent posting and interaction with followers can build a good network and amplify the company’s voice.
Build relationships using a strong PR network
A well-connected PR network is invaluable for improving your media presence. Cybersecurity companies should partner with PR agencies specialising in technology and cybersecurity. These agencies have the necessary connections and expertise to secure media opportunities.
It’s important to partner with a PR team that has global connections. Such agencies have established networks in multiple territories, enabling companies to build relationships across different markets.
It helps cybersecurity firms to effectively tailor their messages to local audiences while maintaining a cohesive brand image. This global reach is crucial for creating a consistent and influential media presence worldwide.
Building relationships with journalists and editors is equally important. Regularly providing them with valuable information and expert opinions can lead to increased media coverage. Hosting media briefings, attending industry events, and participating in panel discussions also foster these relationships.
Engaging with media contacts and industry influencers in multiple territories amplifies the company’s voice, ensuring that key messages resonate on a global scale.
Gain recognition through industry awards
Industry awards are powerful tools for gaining recognition and credibility. They showcase a company’s achievements, innovations, and leadership in cybersecurity. Most importantly, these awards often receive wider media coverage from IT and trade publications. Winning or being shortlisted for prestigious awards can significantly boost a company’s profile.
Firms should actively seek out award opportunities. This involves monitoring award announcements, understanding the criteria, and preparing strong submissions. Highlighting unique solutions, successful projects, and impactful results can make a submission stand out.
Publicising award wins through press releases, social media, and the company website maximises the recognition’s impact. It also reinforces the company’s reputation as a leader in the cybersecurity field – and it’s a nice ego boost to have a cabinet full of silverware!
Enlist a media trainer for spokesperson development
Effective media presence requires skilled spokespeople who can communicate clearly and confidently. Media training helps prepare executives and experts for interviews, panel discussions, and public speaking engagements. Training should cover key messaging, handling difficult questions, and staying on point.
A well-prepared spokesperson can make a significant difference in how the company is perceived. They should be able to articulate the company’s vision, expertise, and value proposition succinctly. This consistency builds trust with the audience and enhances the company’s media profile. Similarly, it makes an interviewing journalist keen to speak to that spokesperson again.
Participate in industry events and conferences
Annual events like Black Hat, Infosec, and RSAC are the biggest networking opportunities for cybersecurity professionals. These events draw everyone from security firms, to channel partners, potential consumers, journalists, and influencers under one roof. And they receive extensive media coverage.
Speaking engagements, panel discussions, and workshops position the company’s experts as industry leaders. Cybersecurity companies should strategically select events that align with their expertise and target audience. Preparing compelling presentations and engaging with attendees can lead to media coverage and increased visibility.
To sum it up
Building media presence requires a strategic and proactive approach. Cybersecurity companies must engage in breaking news commentary, share insightful content, build strong PR networks, and pursue industry awards. Effective media training, participation in industry events, and a consistent, authoritative voice are also crucial.
Setting this plan into motion is often challenging for security firms that need to focus on the latest technologies and constantly improve their products. With the persistent skills gap, it’s not always easy to allocate your human resources to marketing and PR activities.
At Code Red, we bring over two decades of specialised cybersecurity PR expertise to help you build the perfect media campaign. From rapid response to tier-1 and national media coverage, analyst relations, and event strategising, we can help your firm improve its media presence and unlock more partnership and commercial opportunities.
If you’d like to discuss how we can help you localise your next campaign, please book a call with our CEO, Robin Campbell-Burt.